PR

Three New Year’s PR resolutions for 2018

Three New Year’s PR resolutions for 2018

January is the perfect time to take stock of our PR performance and brainstorm new ways to improve. But while I’m terrible at sticking to New Year’s resolutions in my personal life, here are three professional ones I’m determined to keep. 

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Where next for CSR?

Where next for CSR?

If there was one keyword that stood out more than any other at the CIPR (Chartered Institute of Public Relations) National Conference 2017, it was ‘meaning’. It might seem rather naïve or insincere to talk about businesses existing to make the world a better place. After all, it’s still money that makes the world go around. But in 2017, evidence suggests that commercial success is becoming increasingly tied up with having meaning or a social purpose.

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Death of the writer?

Death of the writer?

According to Forbes magazine, 87% of online marketers now use video content to aid their promotional campaigns. When you look at the figures, it’s hardly surprising. Over the past decade, there has been a significant shift in the way people absorb information. Social media, YouTube and mobile apps have made content shorter, snappier and, most importantly, more visual. It has been recorded that one-third of online activity is spent watching video and that 45 percent of people watch more than an hour of Facebook or YouTube videos a week.

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Is PR measurement suffering from KPI overload?

Is PR measurement suffering from KPI overload?

PRNews recently published an article that has got us talking here at SE10, ‘Google Says PR Measurement Is About Quality Over Quantity’. When we talk about ‘quality’, we’re really looking for measurements beyond hard numbers and that have real world value beyond KPIs.

Of course, hard numbers and KPIs are valuable – they help us measure messaging and other data such as Share of Voice and Ad Value Equivalency. But they are not the only or best measurements and there’s a limit to the value that comes from this data. A lot of what we do in PR simply cannot be measured in hard numbers. As an example, if a customer is influenced enough by a story to make a purchase, that can’t easily be quantified and reported in an Excel sheet, leaving out an important element of the impact of brand building.

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How SE10 pitches the national media

How SE10 pitches the national media

The bar for national coverage is much higher than trade news. Company news is not enough. In today’s dizzying media landscape, we must package the story to leap over the ‘news bar’.

With several years of national media experience as journalists, we apply the same scrutiny, standards and contextual thinking as when we wrote stories for outlets such as BusinessWeek, Fast Company, Time Magazine and more.

It’s all in the packaging and presentation. We giftwrap the story. Nothing happens in a vacuum. It’s important to present a company as part of an informational ecosystem.

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